1. Knowing the difference between Search and Display Networks : Search Adsareliterally what you search for in search engines such as Google, these advertisements are yourtargetmarket. The conversion rate for search ads are high, whereas Display Network Adsaregeared more towards search engine results related with Google. For example have you ever noticed when you have searched something and then when you are cruising around on the web the ads you are seeing on different websites such as youtube / facebook are targeting your previous searches? This is Display Networks advertising.

	Search	Display Networks
Targeting	High	Low
Per click cost	High	Low
Conversion	High	Low

2. In detail: As you can see from the chart, Search & Display Networks have different results. We find that it is best to make separate budgets for these campaigns. If you manageby combining these different campaigns,you will not receive an accurate return.

3. Strategy for Search Campaigns: We suggest you to focus on the cost / conversion rate. As your investment is high, you need to find serious buyers. Your Ads and your keywords should matchwith what your buyers are searching for. For example, if you are selling kids?? shoes online, you can use the adssuch as??onlyfor kids??as a de-marketing technique to narrow down your target market. This way clients looking for adult shoes will not click. You will need to sort out or set low prices for keywords if they are not as attractive to your buyers. You should review your ads too. If your business is only local, then you shouldn??t forget to list your local info on your ads.

4. Strategy for Display Networks Campaign: Low Price, High Clicks! Network advertisements are used in general targeting towards passive buyers in your market. The return conversion cannot be high enough. The cost per click is low instead;so you will need to bring up your impressions. Adwords will give you more targeting tool, If you set a few targets, your click rate will be low because ofa low impression rate. For a better return we recommend using several images and or text ads.